5 tips for High Performance Post-Click Marketing

PubCon Las Vegas 2009Anna Talerico, executive vice president, www.ioninteractive.com

@annatalericoatalerico@ioninteractive.com

ClickDrive traffic—SEO,

PPC, display, email, social,

mobile, affiliates.

Post-ClickOptimize traffic for higher conversion,

lower cost per acquisition.

Post-ConversionNurture leads

through sale and re-market for repeat sales.

Post-click marketing:Optimized landing experiences

boost campaign results.

1. Differentiate between organic & campaign traffic

User controlled

OrganicDirectViral

Social

Marketer controlled

PPCEmail

DisplaySocial Media

MobileAffiliate

‣ Natural search, direct, social, viral

‣ Low degree of marketer control

‣ Diverse audience funneling in

‣ Customers

‣ Prospective customers

‣ Press

‣ Investment community

‣ Pages needs to appeal to lowest common denominator traffic

Organic traffic

‣ PPC, email, display, direct mail

‣ High degree of marketer control

‣ Very specific placement & message

‣ You know with certainty what they clicked on

‣ You are in control of where they land

‣ You paid for them to click!

Campaign traffic

Organic page

Campaign page

25% +Campaign page converts higher for campaign traffic

Organic traffic=optimize landing page for Lowest Common Denominator (LCD)

Campaign traffic=optimize landing page for the Ad & the Message & the Context (AMC)

2. Message match your ads & landing pages

See the ad!Land!

Click the ad!

Ad promises free guide

This page is all about a free consultation and doesn’t mention a guide

3. Segment your campaign traffic

All respondents are not the same

‣ Allows respondents to self-identify

‣ Allows you to know who’s clicking your ads and what they are interested in

‣ Signals to the respondent that they’re in the right place and you have something of interest to them

‣ Faster path from click through conversion (takes the burden off the user to ‘discover & convert’)

‣ Relevancy increases odds of conversion

Pre-conversion segmentation

4. Give the horse the carrot

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What do you want me to do?

What do you want me to do?

What do you want me to do?

What do you want me to do?

5. Test, test and test

There’s only only way to know which horse will win.

37Testing

300% lift in conversions

300% lift in conversions

100% lift in conversions

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1. Differentiate between organic & campaign traffic

2. Message match your ads & landing pages

3. Segment your campaign traffic

4. Give the horse the carrot

5. Test, test and keep on testing

5 tips for High Performance Post-Click Marketing

3xPubCon Las Vegas 2009

Anna Talerico, executive vice president, www.ioninteractive.com@annatalerico

atalerico@ioninteractive.com